Using AI to generate new revenue for The Guardian
The classified ad market has historically been the ‘bread and butter’ for newspaper publishers. The past decade readers have migrated from print to digital but unfortunately classified ad budgets have not transformed in the same ratio. There have always been strong ties between classified advertisers and publishers with the job market being one of the biggest classified markets. However, due to digital transformation, job search markets have been disrupted, and publishers have experienced increasing pressure to generate new revenue streams.
DENSOU are at the forefront of digital transformation and help digital disrupted companies across industries. For one of UK’s biggest job portals owned by The Guardian, we have deployed a custom job search classified product. With the use of artificial intelligence (IBM Watson), we have developed a solution, that crawls job listings and effectively builds new advertising products. You have a standard job listing ads and you have “target j-Pack”, that works four times better.
With our deployment, The Guardian has been able to offer a new advertising product that supplements traditional job listing ads. We automatically generate a display advert by reading the job listing featuring a logo, job title, salary, and location. The digital advert appears across theguardian.com using advanced targeting. The ad also appears on Facebook, LinkedIn, and Twitter.
In the wake of digital transformation, the product creates a new revenue stream for The Guardian where they are not competing with the media agencies nor Facebook, Google, etc.
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